BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA
The selected company for the case analysis and evaluation is Starbucks Coffee Malaysia Company. The company is selected due to its strong presence and established reputation in the food and beverages market, as well as its effective business approach. The corporate profile will consist of four...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
INTI International University
2023
|
| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1894/ http://eprints.intimal.edu.my/1894/1/jobss2023_37.pdf |
| _version_ | 1848766864451174400 |
|---|---|
| author | Chee, Zhu Yang Mak, Seen Theng Roy, Sharwin Ma, Junzhe Ali Akbar, Rafatnia |
| author_facet | Chee, Zhu Yang Mak, Seen Theng Roy, Sharwin Ma, Junzhe Ali Akbar, Rafatnia |
| author_sort | Chee, Zhu Yang |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | The selected company for the case analysis and evaluation is Starbucks Coffee Malaysia Company.
The company is selected due to its strong presence and established reputation in the food and
beverages market, as well as its effective business approach. The corporate profile will consist of
four subparts: the company's history, functions, brand positioning and competitive strategies of the
organization within the local context of Malaysia. This study aims to investigate the variables
contributing to the decline in sales at Starbucks Malaysia. This study examines three independent
variables that are associated with the causes contributing to the decline in sales: brand image, staff
interaction behavior, and overall service quality, also referred to as customer service. We shall
conduct a comprehensive analysis of how these three factors contributed to the decline in
Starbucks' sales in Malaysia. The study was done by distributing the questionnaire via Google
Form to a sample of 120 Starbucks customers in Malaysia. The dependent variable has a positive
correlation with all of the independent factors. The study's consequences lie in its ability to offer
insights into the variables that contributed to the decline in sales, as well as strategies to address
these issues and enhance sales while minimizing the risk of further declines. |
| first_indexed | 2025-11-14T11:57:55Z |
| format | Article |
| id | intimal-1894 |
| institution | INTI International University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:57:55Z |
| publishDate | 2023 |
| publisher | INTI International University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | intimal-18942023-12-14T02:19:15Z http://eprints.intimal.edu.my/1894/ BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA Chee, Zhu Yang Mak, Seen Theng Roy, Sharwin Ma, Junzhe Ali Akbar, Rafatnia H Social Sciences (General) HF Commerce The selected company for the case analysis and evaluation is Starbucks Coffee Malaysia Company. The company is selected due to its strong presence and established reputation in the food and beverages market, as well as its effective business approach. The corporate profile will consist of four subparts: the company's history, functions, brand positioning and competitive strategies of the organization within the local context of Malaysia. This study aims to investigate the variables contributing to the decline in sales at Starbucks Malaysia. This study examines three independent variables that are associated with the causes contributing to the decline in sales: brand image, staff interaction behavior, and overall service quality, also referred to as customer service. We shall conduct a comprehensive analysis of how these three factors contributed to the decline in Starbucks' sales in Malaysia. The study was done by distributing the questionnaire via Google Form to a sample of 120 Starbucks customers in Malaysia. The dependent variable has a positive correlation with all of the independent factors. The study's consequences lie in its ability to offer insights into the variables that contributed to the decline in sales, as well as strategies to address these issues and enhance sales while minimizing the risk of further declines. INTI International University 2023-12 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/1894/1/jobss2023_37.pdf Chee, Zhu Yang and Mak, Seen Theng and Roy, Sharwin and Ma, Junzhe and Ali Akbar, Rafatnia (2023) BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA. Journal of Business and Social Sciences, 2023 (37). pp. 1-14. ISSN 2805-5187 http://ipublishing.intimal.edu.my/jobss.html |
| spellingShingle | H Social Sciences (General) HF Commerce Chee, Zhu Yang Mak, Seen Theng Roy, Sharwin Ma, Junzhe Ali Akbar, Rafatnia BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA |
| title | BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL
SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF
STARBUCKS COFFEE MALAYSIA |
| title_full | BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL
SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF
STARBUCKS COFFEE MALAYSIA |
| title_fullStr | BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL
SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF
STARBUCKS COFFEE MALAYSIA |
| title_full_unstemmed | BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL
SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF
STARBUCKS COFFEE MALAYSIA |
| title_short | BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL
SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF
STARBUCKS COFFEE MALAYSIA |
| title_sort | brand image, staff interaction behavior and overall
service quality on declining sales: a case study of
starbucks coffee malaysia |
| topic | H Social Sciences (General) HF Commerce |
| url | http://eprints.intimal.edu.my/1894/ http://eprints.intimal.edu.my/1894/ http://eprints.intimal.edu.my/1894/1/jobss2023_37.pdf |